NCAA rules allow LSU, the NCAA, ESPN, ABC, and EA Sports to gain from Mathieu's likeness even though they prohibit him from profiting from his own likeness. LSU (rightfully) points out that third parties shouldn't gain from his likeness. They claim that third parties could somehow affect Mathieu's eligibility which, if not complete bull shit, looks like an attempt to shame rouge apparal sellers into ceasing operation.

Please be advised that the sale of any products and/or advertisements including the name, likeness or image of this individual or any other LSU student-athlete is in violation of NCAA Bylaw 12.5.2.2 and could have a negative impact on the involved student-athlete's eligibility.

Apparel or paraphernalia including the phrase "Honey Badger" accompanied by the number 7 or the individual's name or any other variation thereof (e.g., TM7, TM, HB7, etc.) is prohibited. Because it is a recognizable nickname, "Honey Badger" is considered a likeness of Tyrann Mathieu under NCAA regulations.

On another note the web address is pretty funny. Apparantly someone thought Tyrann Mathieu was the "Honey Bear".

So, what the NCAA really wants is to make sure the schools are the only ones allowed to keep the tax-free profits from the student. The more I hear about this stuff, the more I can't believe that something hasn't been done to stop it.